首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
财经
The rough guide to marketing success used to be that you got what you paid for.No longer.While traditional“paid”media—such as te
The rough guide to marketing success used to be that you got what you paid for.No longer.While traditional“paid”media—such as te
admin
2014-09-18
43
问题
The rough guide to marketing success used to be that you got what you paid for.No longer.While traditional“paid”media—such as television commercials and print advertisements—still play a major role,companies today can exploit many alternative forms of media.Consumers passionate about a product may create“earned”media by willingly promoting it to friends.and a company may leverage“owned”media by sending e-mail alerts about products and sales to customers registered with its website.In fact,the way consumers now approach the process of making purchase decisions means that marketing’s impact stems from a broad range of factors beyond conventional paid media.
Paid and owned media are controlled by marketers promoting their own products.For earned media,such marketers act as the initiator for users’responses.But in some cases,one marketer’s owned media become another marketer’s paid media—for instance,when an e-commerce retailer sells ad space on its website.We define such sold media as owned media whose traffic is so strong that other organizations place their content or e-commerce engines within that environment.This trend,which we believe is still in its infancy,effectively began with retailers and travel providers such as airlines and hotels and will no doubt go further.Johnson-Johnson,for example,has created Baby Center,a stand-alone media property that promotes complementary and even competitive products.Besides generating income,the presence of other marketers makes the site seem objective,gives companies opportunities to learn valuable information about the appeal of other companies’marketing,and may help expand user traffic for all companies concerned.
The same dramatic technological changes that have provided marketers with more(and more diverse) communications choices have also increased the risk that passionate consumers will voice their opinions in quicker,more visible,and much more damaging ways.Such hijacked media are the opposite of earned media:an asset or campaign becomes hostage to consumers,other stakeholders,or activists who make negative allegations about a brand or product.Members of social networks,for instance,are learning that they can hijack media to apply pressure on the businesses that originally created them.
If that happens,passionate consumers would try to persuade others to boycott products,putting the reputation of the target company at risk.In such a case,the company’s response may not be sufficiently quick or thoughtful,and the learning curve has been steep.Toyota Motor,for example,alleviated some of the damage from its recall crisis earlier this year with a relatively quick and well-orchestrated social-media response campaign,which included efforts to engage with consumers directly on sites such as Twitter and the social-news site Digg.
Consumers may create“earned”media when they are_______.
选项
A、obsessed with online shopping at certain websites
B、inspired by product—promoting e-mails sent to them
C、eager to help their friends promote quality products
D、enthusiastic about recommending their favorite products
答案
D
解析
原文第一段提到“Consumers passionate about a product may create‘earned’media by willingly promoting it to friends”。D项是对原文的同义改写。
转载请注明原文地址:https://jikaoti.com/ti/i62QFFFM
本试题收录于:
英语题库银行系统招聘考试分类
0
英语
银行系统招聘考试
相关试题推荐
我国近岸海域监测面积共279225平方千米。2010年,按监测点位计算,水质最好的一、二类海水占62.7%,比上年下降10.2个百分点;三类海水占14.1%,比上年上升8.1个百分点;四类和劣四类海水占23.2%,比上年上升2.1个百分点。而2009年发生
2012年年末,合肥市规模以上工业企业2087户,全年实现工业增加值1653.54亿元,比上年增长17.4%。其中,轻工业增加值653.28亿元,增长16.5%;重工业增加值1000.26亿元,增长18%。战略性新兴产业完成产值1598.74亿元,比上年增
美国于1976年发生了注射疫苗导致更严重疫情的事件。在甲流盛行的时期,不少人认为,注射疫苗是一种危险行为,可是专家认为注射甲流的疫苗是一种有效地保护自己不受甲流传染的手段。专家观点的假设前提是()。
奠基者效应是指某生物种群中的少数个体因地理隔绝或其他原因,在与原种群隔离的条件下繁衍生息。虽然后代群体不断扩大,但整个种群的遗传信息均来自最初迁移的少数个体。奠基者效应造成族群遗传多样性较低,对环境适应性较差,容易被自然淘汰。根据上述定义,下列情
我国淡水资源日益短缺,人均淡水资源仅为世界水平的四分之一,但海水资源却很丰富.海水淡化展现出广阔的前景。海水淡化“十二五”规划和海水淡化产业专项规划等政策已陆续出台,其中“加快海水利用装备产品自主制造的步伐”和“推进海水淡化材料国产化”等将成为政策支持的重
2012年,Z省W市实现文化及相关产业增加值比上年增长9.6%。在文化产品制造业中,文化印刷、文化用品制造和工艺美术品制造三大主导行业,2012年分别实现增加值21.82亿元、11.57亿元和6.62亿元。2011年,W市实现文化及相关产业增加值约为
2011年第4季度,我国网上银行市场交易金额为209.91.万亿元,环比增长5.2%。2011年,网上银行市场全年交易金额为780.94万亿元,同比增长42.1%。截至2011年年底,我国个人网上银行用户数达到4.34亿。2011年,30岁以上的个人
Allinternationalordersare__________viaGlobalExpressMailwithinfivetotenbusinessdays.
Ifsustainablecompetitiveadvantagedependsonwork-forceskills.Americanfirmshaveaproblem.Human-resourcemanagementisno
Doyoufindgettingupinthemorningsodifficultthatit’spainful?Thismightbecalledlaziness,butDr.Kleitmanhasanewexp
随机试题
求解下列非齐次线性方程组:
女,G1P1,孕32周,感头昏,乏力及食欲差,半月余,查:胎位,胎心及骨盆测量均正常,血红蛋白80g/L,红细胞压积25%。较准确的诊断是
卫生法中的行政责任主要是指( )
我国东部某省下辖甲市,甲市下辖乙区。关于甲市及乙区的人大常委会,下列哪一选项是错误的?()
打钎时,同一工程应( )一致。
某大型剧院拟进行维修改造,某装饰装修工程在公开招标投标过程中获得了该维修改造任务,合同工期为5个月,合同价款为1800万元。1.抹灰工程基层处理的施工过程部分记录如下:(1)在抹灰前对基层表面做了清除。(2)室内墙面、柱面和门窗洞口
根据合伙企业法律制度的规定,有限合伙人的下列行为中,不视为执行合伙事务的有()。(2009年)
请谈谈你对这幅漫画的看法。
根据《国家赔偿法》的规定,下列情形不属于国家赔偿的是()。
Barbecuingmeatgivesitgreatflavor.Thistaste,though,comesataprice,sincetheprocesscreatesmoleculescalledpolycycl
最新回复
(
0
)